Content Strategy that Gets Attention
4 min read
Can you go a day without being exposed to any ads?
According to Red Crow Marketing Inc.,
“Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day. Of course, most people won’t actually recall seeing 10,000 messages. This is because, in order to keep our sanity, we’ve developed a screening process to ignore most advertising messages. Less than 100 of them make it past our “attention wall” each day.” (Source)
Our blog today talks about this very thought. People are slammed by ads and messages from companies. Out of the 100 ad messages that make it past your “attention wall”, how many of them prove helpful?
If the competition for ad attention is so fierce, imagine how difficult it is to get content noticed.
Is Your Content Strategy Providing Value?
Companies continually ask for attention. But the value of what they give is limited and rarely valuable. This is one of the things that irritates many people about today’s marketing. As marketers, we must focus on creating massive amounts of value for our clients. Value can be formed in a variety of ways, such as:
- Writing Blogs
- Compiling tips, tricks, cheat-sheets, check-lists
- Creating informative videos
- Providing prompt customer care support
- Developing required software
These are just a few of the ways we try to connect with our audiences. When these sources and materials reach our clients, we help them grow and develop.
Every marketer and every business should focus on providing clients with the content and information they want. It can’t be just about our business and about our interests. It needs to be about them.
If we focus on our customers and reward them, they, in turn, will reward us.
At Convirza, we believe the above words to be entirely right. The psychological fact that the more we focus on our internal family, they then deeply focus on our clients, cannot be denied.
Before setting goals for every quarter, every organization must consider this question:
What can we do to help our clients the most?
You can ask this question to every employee, jot down their answers, and build programs and initiatives around them. These things will drive greater value and satisfaction for your business in the long run.
We at Convirza also believe that value can be created through content strategy. And it is possible to cut through the ‘attention wall’ with your content strategy in two steps. Let me explain how.
Step #1 – Being Relevant
The first step to creating value for your clients is focusing on being relevant. And when I think of relevant, I think about content and context.
Let me give you an example; if you’re giving me a best practice guide before I know that the best practice even exists, you’re out of context.
Content received at the wrong time hardly holds any value for your clients. And if your clients continue receiving such worthless content, trust us, it’s easier for them to never come back than to keep receiving your material.
So when you start focusing on developing information, content, and e-mail programs, you need to think about the context in which the customer is receiving the information.
Ask yourself and your team these questions to see if the content strategy is relevant.
- Is this their very first interaction with you?
- Have they been a tried and true friend for many years?
- Or is this one of those things where it shows up sporadically because you’re just trying to pump out a bunch of leads this quarter?
We need to be more deliberate as marketing organizations. We need to focus on how we are going to create value. Plus, we need to think about the context and content that we’re going to offer to our clients.
Step #2 – Being Timely
The next area of focus is timeliness. You can add tremendous value to your clients when you can manage their stage of discovery with the proper type of content. Deliver and share information that they need, when they need it.
For example, if an organization has just learned that they have an issue or problem that your business solves, you really don’t want to jump into the feature comparison matrix. Help them understand why you’re specifically better than all of your competitors. You need to sell them on the fact that this is a problem you can solve. That’s it.
The issue with this step is that very few organizations think about ‘thought leadership content.’
Thought leaders have something valuable to say. Usually, they know just how to provide new thinking and innovative approaches. Thought leadership can spread awareness not only about the individual’s company but also about their industry’s trends and best practices.
Companies benefit from thought leadership by producing original content. This positions the company as a leader and a subject matter expert in their industry.
The main point to consider here is that developing ‘thought leadership content’ will also assist you to be timely with relevant content.
Organizations that are focusing on how they’re going to create value for their clients need to streamline the process.
- Focus on the engagement model that their clients follow
- Optimize the way they think about their clients moving through this process
- Realize where consumers get lost or drop off in the customer experience funnel
- Limiting customer value due to lack of content or a lack of information
The above discussion boils down to two main takeaways:
- Does your ad make it past your potential customer’s “attention wall”?
- And if it does, is your content adding value and in sync with their requirements?
If not, you need to re-think your content strategy for the upcoming quarter. Consider how you can be relevant and timely in the material you produce for your clients.
Published on: Apr 17, 2018